Graham Page joins Press Gazette to explore how publishers can embrace the creator economy while protecting trust.
As the creator economy reshapes how audiences consume content, traditional publishers face new challenges and opportunities. Q5’s Head of Media & Creative Industries, Graham Page, joins Press Gazette and The Guardian’s Leah Green to discuss creator-led journalism, evolving business models and how publishers can innovate while protecting their most valuable asset: trust.
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Rethinking the future of publishing
The rise of the creator economy is changing how audiences discover, engage with and pay for content. For traditional publishers, this presents both a challenge and an opportunity: how can they compete for attention while building sustainable new revenue streams?
In the latest episode of Press Gazette’s Future of Media Explained podcast, Graham Page, Q5’s Head of Media & Creative Industries, joins Leah Green, Head of Guardian Studios, and Dominic Ponsford, Press Gazette’s Editor-in-Chief, to explore how established media organisations are responding to this shift.
The conversation builds on themes explored in Q5’s 2025 report, The New Newsroom, which examined the changing role of video and the evolution of traditional newsrooms.
From traditional newsrooms to creator-led content
The conversation explores The Guardian’s investment in Guardian Studios, a new in-house production company developing video-first shows designed for YouTube audiences.
Part of The Guardian’s wider transformation programme, Project Berger, the initiative aims to reach new audiences, develop recognisable talent and establish additional commercial opportunities through sponsorship and partnerships.
Drawing on Q5’s recent research, Disrupting the Newsroom: How news creators are redefining media, Graham highlights the different approaches publishers are taking.
From launching dedicated studios and experimenting with new formats to acquiring creator-led businesses and developing partnerships, there is no single route to success.
The challenge is identifying which opportunities align with an organisation’s existing strengths, audiences and commercial ambitions.
Innovation without compromising trust
A central theme throughout the discussion is the importance of protecting editorial credibility while embracing new approaches to content creation.
While independent creators often succeed through personality, authenticity and direct audience relationships, established publishers have distinct advantages, including editorial expertise, trusted brands and established commercial capabilities.
As Graham explains, publishers must be clear about what they are, and what they are not. Experimentation should build on these strengths rather than undermine the trust they have established with audiences.
Start small, test and learn
For publishers considering their next move, Graham’s advice is practical: experiment before making significant investments.
Testing new formats, understanding audience responses and measuring repeat engagement can help organisations identify what works before committing substantial resources.
Ultimately, success in the creator economy isn’t about replicating independent creators. It’s about finding opportunities to innovate in ways that feel authentic to the organisation, while creating lasting value for audiences and advertisers.
Listen to the full Press Gazette podcast here
Want to explore what this means for your organisation?
As the media landscape evolves, our Media team is helping publishers rethink their operating models, audience strategies and opportunities for sustainable growth.
If you’re interested in exploring how the creator economy could shape your organisation’s future, get in touch with Graham Page, our Head of Media & Creative Industries, to continue the conversation.
Head of Media & Creative Industries
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